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Harley davidson pitch brief

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Harley Davidson: New Business Pitch Brief

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Harley davidson pitch brief

  1. 1. NEW BUSINESS PITCH BRIEF
  2. 2. Harley-Davidson’s falling sales opens the doors to rising opportunities for marketing agencies. For the past several years, Harley has been losing market share to two main groups: Women and younger adults. Last month, Harley Davidson launched a global agency review, encompassing creative, digital and media assignments, likely in an effort to regain them. A company representative told AdWeek that officials issued requests for proposals “at a holding company level,” adding that the company is focused on “driving demand and growing our reach and impact with customers globally” amidst falling sales numbers and wishes “to ensure we have the most effective and efficient resources in place to support this work.” Lately the brand has worked with Victors & Spoils on creative, Digitas LBi on digital and Starcom MediaVest Group for media buying and planning. It’s unclear if those agencies will be participating in the review. The review follows the departure of chief marketing officer Mark-Hans Richer in November, with Harley Latin America chief Sean Cummings subsequently receiving a promotion to senior vice president of global demand and being tasked with marketing oversight. OVERVIEW 01 OVERVIEW http://www.adweek.com/news/advertising-branding/facing-heightened-competition-harley-davidson-reviews-its-global-agency-assignments-169122 http://www.adweek.com/news/advertising-branding/facing-heightened-competition-harley-davidson-reviews-its-global-agency-assignments-169122 http://www.adweek.com/news/advertising-branding/facing-heightened-competition-harley-davidson-reviews-its-global-agency-assignments-169122 http://www.adweek.com/news/advertising-branding/facing-heightened-competition-harley-davidson-reviews-its-global-agency-assignments-169122 http://www.adweek.com/news/advertising-branding/facing-heightened-competition-harley-davidson-reviews-its-global-agency-assignments-169122 http://www.adweek.com/news/advertising-branding/facing-heightened-competition-harley-davidson-reviews-its-global-agency-assignments-169122
  3. 3. OVERVIEW 02 SUMMARY 2015 was a tough year for the Milwaukee based company. At the end of the year, the stock was down 30% compared to 2014, and the company suffered a 2.4% decline in wholesale shipments through the first three quarters. The first estimate of shipping 4-6% more motorcycles compared to 2014 has been rectified, estimating a decrease of 2%. Harley is facing stiff competition from foreign companies like Honda and American companies like Polaris Industries, which revived the Indian brand to leverage the “Old School appeal” which foreign motorcycle makers can hardly showcase. Harley-Davidson protected its premium brand image refusing serious discounting in order to compete with foreign brands but, price aside, younger consumers and women seem to have difficulties “buying-in” to the Harley-Davidson’s lifestyle. In fact as stated by Michelle Krebs, analyst for Kelley Blue Book, “The younger generation has no interest in Harley-Davidson as far as I can tell. Unless you ride a motorcycle or scooter in a city as your transportation, motorcycles are a splurge millennials can’t afford and have no interest in - especially Harley-Davidson, which seems like a old white-guy brand.”
  4. 4. SUMMARY SUMMARY 03 Trying to subvert Harley-Davidson’s rider stereotypes, the #RollYourOwn campaign is one of the lasts Harley-Davidson marketing efforts including TV, print ads, online ads and Social Media. It was produced by Wolfes LLC agency and, as stated by Dino Bernacchi, U.S. marketing director at Harley-Davidson, it was “about each rider defining their independence and attitude, whether kicking up dirt on the track or sliding through the curves on ice." The company said it plans to increase marketing spending by about 65% this year. “We expect a heightened competitive environment to continue for the foreseeable future, and now is the time for us to dial things up,” said Harley Davidson president and CEO Matt Levatich. Some of the company's long-term issues include the need to keep its legacy customers satisfied while, at the same time, attracting new people to the brand. In fact, brands must not neglect the "growth market" of older consumers to focus solely on youthful audiences, as discussed by H-D’s CMO Mark-Hans Richer. "We don't consume television, newspapers, and the printed word the way we used to. So I am not surprised that a long-standing company like Harley, with long-held traditions, could be challenged by what's going to work," said Genevieve Schmitt, publisher of Women Riders Now, an online publication aimed at female motorcyclists. http://www.womenridersnow.com/ http://www.womenridersnow.com/ http://www.womenridersnow.com/
  5. 5. In order to get ready to pitch and become fully informed about Harley-Davidson’s target consumer segments and competition, you will need 3 different analyses: • Competitive analysis • Audience Insights • Trends watch SUMMARY Important Facts & Figures 04
  6. 6. DEMOGRAPHICS 05 COMPETITIVE ANALYSIS DEMOGRAPHICS GENRES MALE 0% 25% 50% 75% 100% FEMALE 0% 25% 50% 75% 100% Indian MotorsHarley Davidson Honda Moto Triumph
  7. 7. DEMOGRAPHICS 06 13 - 17 0% 25% 50% 75% 100% 18 - 24 0% 25% 50% 75% 100% 25 - 34 0% 25% 50% 75% 100% 35 - 44 0% 25% 50% 75% 100% 45 - 54 0% 25% 50% 75% 100% AGE SINGLE 0% 25% 50% 75% 100% MARRIED 0% 25% 50% 75% 100% IN A RELATIONSHIP 0% 25% 50% 75% 100% RELATIONSHIP STATUS 55 - 69 0% 25% 50% 75% 100%
  8. 8. DEMOGRAPHICS 07 WHITE 0% 25% 50% 75% 100% AFRICAN AMERICAN 0% 25% 50% 75% 100% HISPANIC 0% 25% 50% 75% 100% ASIAN 0% 25% 50% 75% 100% RACE COLLEGE 0% 25% 50% 75% 100% HIGH SCHOOL 0% 25% 50% 75% 100% GRADUATE SCHOOL 0% 25% 50% 75% 100% EDUCATION
  9. 9. DEMOGRAPHICS 08 WITHOUT CHILDREN 0% 25% 50% 75% 100% WITH CHILDREN 0% 25% 50% 75% 100% PARENTING <40K 0% 25% 50% 75% 100% 40K - 70K 0% 25% 50% 75% 100% 70K - 100K 0% 25% 50% 75% 100% 100K - 200K 0% 25% 50% 75% 100% INCOME >200K 0% 25% 50% 75% 100%
  10. 10. PSYCHOGRAPHICS 09 ART APPRECIATORS 0 50 100 150 200 BEAUTY AND WELLNESS AWARE 0 50 100 150 200 BUSINESS PEOPLE 0 50 100 150 200 DESIGN LOVERS 0 50 100 150 200 COMPETITIVE ANALYSIS PSYCHOGRAPHICS Indian MotorsHarley Davidson Honda Moto Triumph
  11. 11. PSYCHOGRAPHICS 10 ENTERTAINMENT JUNKIES 0 50 100 150 200 FASHION LOVERS 0 50 100 150 200 FOODIES 0 50 100 150 200 GAMERS 0 50 100 150 200 HOME DECORATORS & DIYS 0 50 100 150 200 MOTOR LOVERS 0 50 100 150 200
  12. 12. PSYCHOGRAPHICS 11 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 MUSIC LOVERS NERDS NETIZENS OUTDOOR ENTHUSIASTS PARTY GOERS PET LOVERS
  13. 13. PSYCHOGRAPHICS 12 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 0 50 100 150 200 POLITICALLY ACTIVE PUBLIC FIGURE FOLLOWERS TECHIES TRAVELERS READERS SPORTS ENTHUSIASTS
  14. 14. INTERESTS 13 BikerOrNot.com Walmart BikersPost.com Mitt Romney Sons of Anarchy POPULARITY 199.8 133.4 194.3 199.9 136.3 199.4 28.3 199.4 67.8 177.1 199.8 120.8 187.0 199.8 152.4 197.2 104.7 143.6 197.7 103.4 COMPETITIVE ANALYSIS INTERESTS Indian MotorsHarley Davidson Honda Moto Triumph
  15. 15. AUDIENCE INSIGHTS 14 AUDIENCE INSIGHTS NEED MORE INFORMATIONS ABOUT YOUR TARGET AUDIENCE? CLICK HERE > http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch
  16. 16. TRENDS 15 TRENDS INTERESTED IN WHAT’S TRENDING ON YOUR TARGET AUDIENCE? CLICK HERE > http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch
  17. 17. If you need more insights on this target and its competitors click HERE or drop us a line normandin@cubeyou.com We are here to help! http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch

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